Yes, Starbucks’ desperation has now led them to co-opting 7-Eleven’s coffee strategy, which is about the lowest common coffee denominator you can get. Starting this week, Starbucks has begun selling “+Energy as a special ingredient in their coffee drinks,” which includes “extra B-vitamins, guarana and ginseng” — all things 7-Eleven promoted in their Fusion Energy Coffeeover a year ago. By stooping to “healthy coffee” pandering pioneered by the “sophisticated” Super Big Gulp® purveyor, Starbucks is only further debasing their brand as just another commodity. Can Starbucks-branded Slim Jims be far behind?UPDATE: June 2, 2008
It’s not often we’re inspired to link to citations in GQ Magazine, but this rant on Starbucks’ current sad state is an absolute winner: OPEN LETTER – Dear Starbucks – GQ Articles, Fashion Features, and Pics on men.style.com. We particularly liked, “When we’re in the mood for a twenty-four-ounce cup of pumpkin-pie-flavored Cool Whip… Here’s the thing, though: We’re never, ever in that mood.”